VRT Discovers Hundreds of AI-Generated Articles in Flemish Magazines
brussel, zondag, 29 juni 2025.
The Flemish broadcaster VRT has discovered that publisher Ventures Media has published hundreds of articles entirely generated by AI. These articles were not transparently marked, leading to confusion and misleading readers. Additionally, many of the listed authors were found to be fictional. Following the discovery by VRT, the fictional journalists have been removed, and it is now indicated that the articles were created using AI.
VRT Discovers Hundreds of AI-Generated Articles in Flemish Magazines
The Flemish broadcaster VRT has discovered that publisher Ventures Media has published hundreds of articles entirely generated by AI. These articles were not transparently marked, leading to confusion and misleading readers. Additionally, many of the listed authors were found to be fictional. Following the discovery by VRT, the fictional journalists have been removed, and it is now indicated that the articles were created using AI [1][2][3].
Specific Cases at Elle and Other Magazines
At the fashion magazine Elle, more than half of the online pieces in April and May were generated by AI. According to VRT, the magazines Marie Claire, Forbes, and Psychologies also used AI-generated content. All three magazines, like Elle, fall under the parent company Ventures Media. VRT’s research revealed that the photo of Sophie Vermeulen, one of the fictional journalists, came from an AI database of images of non-existent people [1][2][3].
Response from Ventures Media
Ventures Media stated in response that this was part of a test. ‘We generate articles that are fully AI-created and have not been editorially reviewed. Within the scope of the test, aliases were used. It remains limited and separate from the editorial process,’ said an anonymous executive. The company also stated that it has since changed course and now clearly indicates that the content is AI-generated [1][2][3].
Ethical Considerations and Impact on Journalism
Charlotte Michils of the Flemish Association of Journalists says that media outlets should always transparently disclose the use of AI. ‘On the one hand, every journalistic piece must meet high quality standards with a chief editor as the final responsible party; on the other hand, transparency is required when using AI, and control over the content must be maintained to ensure it meets quality standards,’ said Michils. Mark Deuze, a media scientist at the University of Amsterdam, emphasises that the issue lies not so much in the use of AI but in the lack of transparency [1][2][3][4].
History and Future of AI in Journalism
Automated articles have been used for local sports reporting and stock market news for more than a decade. Last year, Harper’s Bazaar in the Netherlands published AI-written book reviews that did not match the actual content of the books. Mark Deuze points out that we are at a turning point in history where we still need to determine how AI will fit into journalism. He suggests that media outlets should involve their readers in AI experiments [1][2][3][4].